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Top 10 Mobile User Acquisition Trends - AdColony

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  • July 2015

    Top 10 UA Trends

  • 2013 2014 2015 2016 2017 2018 2019

    $195.6 B

    $166.6 B

    $133.7 B

    $101.4 B

    $68.7 B

    $42.6 B

    $19.2 B

    Mobile Advertising Budgets Are Growing

    2

    Top advertisers increasing app install spends with 47.2% CAGR projected through 2019.

    eMarketer US Mobile Video Advertising Report - June 2015 and AdColony Spring 2015 Top 100 Grossing Developer Survey

    30%

    70%

    Increasing Not Increasing

    App Install Budgets US Mobile Advertising Market

  • Quality Over QuantityQuality is king as an app install campaign KPI.

    3

    Source: AdColony Q1 2015 Top 100 Grossing Developer Survey

    60%

    70%

    80%

    90%

    100%

    96%

    82%81%

    78%78%

    TargetingServicePriceVolumeQuality of User

    Q: How important is each of the following in terms of evaluating ad network and UA campaign

    performance?

  • App Install Campaigns Continuing to Become More GlobalTop grossing developers are taking over the world for app installs.

    4

    Source: AdColony Q1 2015 Top 100 Grossing Developer Survey

    17%

    83%

    Localize Assets Dont Localize

    42%

    15%

    42%

    10+ 5-9 1-4

    41%

    59%

    Increasing Geos Maintaining

    Expanding Geos in 2015 Localization Regions Localized For

  • Consolidation is UnderwayTop advertisers are relying on fewer, top performing partners.

    5

    Source: AdColony Q1 2015 Top 100 Grossing Developer Survey

    9%

    30%

    61%

    Consolidating Neutral Not Consolidating

    2015 Mobile LumaScape

  • Growth in Traditional MediaTelevision, out-of-home and print all growing.

    6

    Source: AdColony Q1 2015 Top 100 Grossing Developer SurveyTV Out of Home Print

    7%

    15%

    35%

    2%

    6%

    22%

    Jul'14Jan'15

    Top apps are becoming franchises and are being supported with ad spend across traditional marketing channels.

    As on-device marketing becomes increasingly competitive, developers are looking are more traditional off-platform marketing opportunities

  • Channel Excitement

    7

    Video is Most Effective and ExcitingMobile video ads rank #1 in UA effectiveness against campaign objectives

    Source: AdColony Q1 2015 Top 100 Grossing Developer Survey

    98%93%

    72%

    37%32%

    28%26%19%19%

    13%

    Free App NetworksOffer WallsPlayable AdsNative AdsDisplay (banners)Direct DealsCross-promoDisplay (interstitial)Social (Facebook)Mobile Video Ads

    50%

    22%

    9%9%

    2%2%2%4%

    OtherOut of HomeInterstitialsBannersTelevisionPlayable AdsSocialVideo

    Channel Effectiveness

  • 2013 2014 2015 2016 2017 2018 2019

    $6.9 B

    $6.0 B

    $5.1 B

    $3.9 B

    $2.6 B

    $1.5 B

    $0.7 B

    Video is Exploding

    8

    Top advertisers increasing campaign spend in video, with a 52.61% CAGR projected through 2019.

    eMarketer Worldwide Ad Spend March 2015 and AdColony Spring 2015 Top 100 Grossing Developer Survey

    6%

    13%

    81%

    Increasing Neutral Not Increasing

  • Video is Expanding

    9

    Top advertisers utilize a mix of full screen 16x9 and in-feed 4x3 video.

    Q1 IN-FEED VIDEO GROWTH

  • Trend Toward Shorter Format Video

    10

    :10 :15 :20 :25 :30

    INSTALL RATES

    20-22 seconds is ideal for full-screen video, 6-8 seconds for in-feed.

    CTR

    :15 :20 :30 :15 :20 :30

    CVR

  • Methods Used

    Data is ExplodingTop advertisers rely on look-alike modeling with mixed interest in retargeting.

    11

    Source: AdColony Q1 2015 Top 100 Grossing Developer Survey

    Look-Alike Retargeting Not Effective Neutral Effective

    Look-Alike Effectiveness

    Not Effective Neutral Effective

    Retargeting Effectiveness

  • Thank You

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